Marriage Material -- Humble and respectful, he's the sort of guy you want to bring home to Mom and Dad

Always the Friend -- He always hits that glass ceiling

The Insecure Novice -- He has absolutely no clue what he's doing, and things get awkward fast -- the geeks and nerds

The Enthusiastic Novice -- He has absolutely no clue what he's doing, but he's outgoing and tries valiantly anyway

Then, they determined that The Insecure Novice would be their natural target, since he needs the most help in getting women, and would be easily persuaded into buying a product that could aid the woes of nerdhood.

Next came the ads themselves. The Axe TV ads proclaim that it will help you get chicks. And not just one at a time -- their research showed that the ultimate male fantasy is to be irresistible to several sexy women.

The result? Axe became the #1 male antiperspirant/deodorant brand. It actually worked too well -- they had to backpedal a bit from the image because Axe had gained a reputation as a product that only losers use. Also, high school kids would even totally douse themselves in Axe, getting the brand into trouble with some school districts.

But overall, Axe has been a huge success because of how it targeted its marketing and took advantage of sexual fantasies. It still runs similarly themed ads.